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CHAPTER 3

INDIAN DIMENSIONS

3.1 Introduction

Wellness has always been an integral part of Indian lifestyle. But it would not be

wrong to say that a more evolved and commercial approach towards their facet has been

fairly recent in India. The professional lifestyle is a stressed one which leads to tension.

Health has become a major concern with the awareness of sedentary lifestyles that lead to

overweight, stress, cholesterol and tension. Too fatty, too sugary, salt laden, diet habits

also complicated the issue of good health.

The health and wellness sector in India is in the stage of progression with the entry of

new investors with private equity funding. This is regarded as a remarkable growth in the

health and wellness tourism verticals. For example, the VLCC health care Wellness unit

based in Delhi received national and international private equity investments ranging over

43 million dollars. According to a report by FICCI, Ernst and Young in 2009, India’s

wellness market is expected to grow about 30-35% year after year due to rising

consumerism, globalization and changing life styles, rising disposable incomes,

increasingly demanding and stressful work place conditions and sedentary lifestyles.

3.2 India –A Contemporary Global Center for Health and Wellness

India and China are the oldest and greatest civilizations of earlier times and it spreads

through the length and breadth of the Asian land mass from China across to India, Arabia,

West coast of Africa and South East Asia. As a result, the imprints of these two

civilizations – Indian and Chinese became the part of philosophy, religion, and other

cultural practices of Indonesia, Malaysia, Thailand, Cambodia, Myanmar, Laos,

Philippines, and Vietnam.

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Most of the Eastern healing traditions are having the original theoretical roots in

Indian and Chinese traditions which have been modified and adapted to local health

traditions to suit the needs of the local population. These have now been accepted as

modalities of treatments by various cultures and subcultures. The people of Japan, Indo

China, Archipelago and Middle East countries developed their own healing practices even

though they were originally belonging to the part of India and China for traditional healing

practices.

Unani or Graeco Arabic medicine of Middle Eastern tradition has its origin in Greece

with Hippocrates and came to India through Moghul dynasty and later spread over to

Bangladesh and Pakistan. Confluence of traditions are blend in the modalities and

treatments of this region. Su Jok and Shiatsu are the Chinese traditions of acupressure

treatments focusing on meridian points of the human body. This form of treatment is

followed in Thai medicine as well. Ayurveda treatment has been spread through the

neighbouring hilly regions of India to China and influenced the traditions and practices of

Chinese medicine.

The healing traditions of the East and the West have a vast difference. The East sees

the body as a Divine temple and the holistic healings is based on cultural and spiritual

rituals. The East shares the principles of mind, body, spirit and environment for the basis of

treatment.

The benefits of meditation in stillness, silence and breathing and its influence on the

functioning of mind, body and spirit was understood and practiced by the ancient sages

long before the conduction of scientific research by the West to understand the mysteries

of mind. The Eastern health and wellness treatment practices are time tested and accepted

as a healing tradition for generations across the world.

The old traditions and practices are being brought in to the hotels, health resorts and

studios from the back yards of ashrams and courtyards of temples for the benefit of

providing elixir of life. The Acupuncture, the Chinese art of treating on pressure points is

widely accepted as a magnificent legitimate health and wellness management practice.

Approximately half of the populations of the most industrialized countries are now using

complimentary medicine as a part of their general health care and also for wellness and

preventive purposes (Bodeker et al. 2005)144. The scientific literature based on research

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acknowledges the benefits of indigenous systems and therapies such as massages,

meditation, yoga, quigong, ayurveda, acupuncture and Chinese treatments. It is interesting

to note that most of these therapies are used in the Spa industry.

The traditional system of Indian treatment is one among the oldest organized practice

for curing human sickness. It has Cultural origin dating back to 5000 BC. India is a seat of

spiritualism with a confluence of five major religions – Hinduism, Sikhism, Christianity,

Islam, Buddhism and Jainism. The wellness tourism services were extended to pilgrims

and patients from thousands of years ago in India.

India is fast emerging as one of the preferred destinations for this increasingly visible

section of medical and wellness tourists. The wellness treatment in India incorporates

alternate treatments incorporating Siddha, Yoga, Unani and Naturopathy. The fundamental

of Ayurveda, Yoga, Meditation, Unani Naturopathy and Homeopathy are a combination of

curative, preventive, rejuvenation and is based on physical cleansing and purification of

soul. This also brings in the role of religion in cure, care and wellness practices in India as

a natural solution to health, a gift to the world. According to Poornima (2012)145 the

researchers, scientists and doctors of the Western world has started accepting the positive

aspects of the Indian system of natural healing practices and are guiding their patients for

cure of their illness. As per the research conducted among the people of America

approximately 70% prefer to avail natural treatments and more than 25 billion US dollars

are spent on wellness therapies and products.

Diabetes is the common metabolic disorder fiercely affecting populations in all

geographical regions of the world and is causing a major problem for health in the country.

Various studies depict that the major cause of diabetes in India is due to lack of physical

work, deskbound activity, sluggish lifestyle, obesity, stress and consumption of diet rich in

sugar, fat and calories. Also, diabetes, which was once prevalent only among adults, is now

found commonly in younger generation and children, due to changes in lifestyle and

unbalanced eating habits. According to a recent study conducted in India about 61.3

million people are suffering from diabetes related illness. It is likely to reach 80 million by

2025 turning India the “Diabetes Capital of the World”.

Traditional yoga exercise, ayurvedic diet management, spa treatments, herbal

healings, massage, beauty care facials, aroma therapy, acupuncture, thermal and winter

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treatments are the low cost and wide range of treatments to lessen, alleviate or remove pain

or for enhancement purposes, and also for excellent leisure and relaxation adopted to

improve physical and emotional state of wellbeing. These cultural and traditional practices

make India a Health and Wellness Tourism destination.

3.3 Health and Wellness Treatments – Indian Perspective

India holds competitive advantages in health and wellness or health tourism, be it the

low cost advantage, availability of health care professionals, reputation for traditional and

advanced health care segments such as Ayurveda, Unani, Naturopathy, Cardio vascular

surgery, Organ transplant etc, All these project turn India as an ideal health care

destination. Henderson (2004)146 differentiates between travel for reasons of wellness,

illness or disease, example medical interventions and health checkups.

3.3.1 Ayurveda

Ayurveda which originated thousand years ago in India, is considered as one of the

oldest practices of health care in the world based on natural systems and principle for

balancing the body, mind and spirit with nature. Ayurveda is a Sanskrit term combining

“Ayus” and “Veda” “Knowledge of life” or “Science of life”. The Rig Veda, Hindu holy

book of wisdom written over 6000 years ago narrates the fundamentals of prescriptions

and treatments that help to overcome various ailments. Ayurveda is popular throughout the

world as an alternative medicine since its approach is holistic in nature by preventing the

illness, healing the sickness, and preserving life. The concept of Ayurveda is based on the

five elements of universe, air, fire, water, earth and celestial matters. Their representations

in a human body in the form of Dosha’s – Vata, Pitta, and Kapha. Any form of disturbance

in these Doshas loses the body’s stable state or balance. Ayurvedic systems deal with the

analysis of symptoms of diseases, its causes, diagnoses and treatment. It is based on

Mental, Physical and Spiritual aspects of wellbeing. This is a traditional form of practice

which is an indigenous medical practice inherited from the ancestors skills.

The treatment of Ayurveda had new dimension around 520BC during the time of

Budha with discovery of several metals. Medical practitioners infused herbs with mercury,

sulphur, and other metal powders to make the treatment more powerful. The famous

Buddhist herbalist Nagaurjana developed several metal and herbal concoction and

popularize it for the treatment of various ailments.

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The Emperor Ashoka (304BC-232BC) and Monarch Chandragupta Maurya (375-415

AD) promoted Ayurveda and the therapy flourished with the contributions from the

renowned herbalists of that time and became rich in terms of it content. It remained in the

forefront as a means of treatment over several centuries. The traditional methods of Indian

Ayurvedic practices have a strong influence on the South East Asian Spas through the

Buddhist priests who migrated from India. The treatment of Ayurveda is based on creating

a perfect balance of body, mind and soul and incorporating various medicines based on

herbs, gems, amulets and jyotishi for curing ailments along with yoga aroma and

meditation. Panchakarma – is a rejuvenation therapy involving five treatment strategies,

developed indigenously from India, which was spread to the West by Maharshi Mahesh

Yogi during 1980’s and 1990’s. The treatment of Panchakarma eradicate the basic causes

of disease by removing the toxic materials from the human body, and re-energize the body

tissues thus treating and reducing the existing disease and their symptoms.

Kerala, a leading Ayurveda tourism destination has a long history of practicing

Ayurveda and gained wider popularity among international tourists. It has added a lot of

value to the tourism experience in the state. The popularity of Ayurvedic oil massages

which caught the tourist’s fascination and the process of delivery became commercialized.

Ayurveda become an item in the list of facilities that the resort or hotels offer together in

addition to Kerala’s unique selling points. One of the best known traditional Ayurvedic

treatment center – Kottakkal Arya Vaidyasala in Malappuram district of Kerala State has

many International patients and domestic patients from other parts of India seeking

curative and preventive treatments such as de stress, detoxification, relaxation, and

rejuvenation. Many hotels in other states are also entering the wellness service market,

offering Ayurvedic massages, tying up with professional organizations in a range of

wellness fields. Ayurveda has become a globalized indigenous system of health and

wellness having Ayurvedic practicing centers spread across countries like Hungary,

Britain, Austria, Germany, North America and many parts of Asia where it is accepted as

an accredited health care treatment.

3.3.2 Yoga

The word yoga had its origin from the Sanskrit language “Yuj” meaning to “Unite”.

As per the belief, the principle of Yoga is established by Lord Shiva and, goddess Parvathi

was enrolled as the first disciple to learn the art. Ruminants of the idols with poses of Lord

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Shiva and goddess Parvathi performing asanas and meditation discovered from the

archeological excavations sites of Harappa and Mohan-jo-daro proves that the art of yoga

has been practiced thousands of years ago. Yoga had its first mention in the Rigveda. In

Bhagavad Gita, it has its mention as “the skill in action”. The Upanishads which was

written in 4th and 8th century carry an elaborate narration of the principles and benefits of

yoga.

“Yoga is not a religion but it is meant for individual growth and for physical,

emotional, intellectual, and spiritual balance” (Iyengar 1989)147. Thus, yoga and meditation

is identified as an essential element of holistic and spiritual tourism. Ashtanga Yoga and

Hatha yoga are the two popular forms practiced in recent years. Raja yoga has only

breathing and visualization techniques that include Buddhist meditation for achieving

calmness of mind and inner peace. Raja yoga has become Westerner’s choice in recent

years. As per the philosophy of yoga, the root cause of any disease is the imbalance

between the energy levels of the body. The process of yoga therapy may help to restore

and harmonize emotional, mental and physical balances which bring tranquility in an

individual’s life.

Satyamoorthy (2012)148 opined that Yoga is a traditional health care practice

perfected in India by the hermits and saints thousands of years ago. It is considered as an

art as well as science involving moral, mental and spiritual health of an individual. It helps

living in tune with the universe. It is an Indian tradition that dates back to 3000BC. It is a

practice that uses posture and breathing techniques for relaxation and improving strength.

Yoga is suitable for all ages and do not require special equipment. Yoga is known for its

rigorous yet relaxing asanas which help to be aware of body, mind and environment.

Yoga asanas or Practice of various postures is based on both art and science for

maintaining physical and mental health. This ancient traditional art is becoming very

popular. Yogasanas are involved in flexing and stretching of the body keeping the vertebral

column supple, strong and healthy. It increases the blood flow and tone up the muscles,

and rejuvenates each and every cells of the body with ample amount of oxygen supply. The

various postures of yoga invigorate the internal organs by the gentle massage and maintain

them in healthy condition. It also helps to create a perfect internal peace by cleansing and

detoxifying the entire body and increases immunity against diseases. The yoga also keeps

the cholesterol and blood pressure level in check also, help in slowing down the physical

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and mental ageing process. Various postures in yogasana results in free flow of blood and

impart a radiant glow on neck, face, hair and skin and also speed up the metabolism

resulting in slimness of the entire body.

3.3.3 Siddha

Siddha is a medical system where the Physician studies the clinical history after

observing the patient’s pulse. In Siddha system of practice it is believed that the disease or

the condition of discomfort in a human body is due to the loss of equilibrium of the five

elements of the human body.

3.3.4 Unani

Unani medicine is a system which is based on the principle of body and its

composition on air, earth, water and fire. These natural elements have influence on the

human body which has different temperaments such as cold and hot, wet and dry. This

form of medicine believes that the four natural elements blends and forms a new

temperament groups such as hot-wet, hot-dry, cold-wet, and cold-dry. This branch of

medicine improves health through preventing disease.

3.3.5 Naturopathy

The history of naturopathy is traced back to Vedic times and finds its mention in

Vedas and ancient texts. “Swasth Vritta” mentioned under Ayurveda is the practice of

Naturopathy. It is an age old tradition where the patients are treated with natural medicines

and natural healing process after educating them about the healthy life style. According to

naturopathy, “a disease can be treated by regulating diet without taking any medicine” A

right choice of food in accordance with ones hunger and constitution is the basic principle.

Udupa (2012)149 shared that “The naturopathic medicines incorporate water, earth, light,

heat and diet for its treatment and cure. The naturopathic treatments concentrate on

enhancing the healing power present in the human body”.

Naturopathy believes that the cause of disease in a human body is due to the

accumulation of waste products and that its timely removal provides relief and cure. The

natural healing power of the human body is utilized for the treatment of illness. The cause

is evaluated on the basis of overall factors responsible for the disease which involves the

environmental, emotional, psychological factors, working, and relaxation. In naturopathy

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treatment, there is no identified cause of the disease or treatment and the organs such as

stomach, kidneys, lungs etc. are purified by fasting. As a part of the therapy fasting is

encouraged to eliminate the overloaded morbid elements accumulated in the human

system.

3.3.5.1 Acupuncture

Treatment using Acupuncture is an age old Chinese procedure, practiced for the

disease resulting from the energy disruption in the human body. The specific point of the

body is stimulated by inserting thin metal needles. The inserted needles activate the flow

and retain the continuity of energy flow in the body. By removing the block, the flow of

Qui is retained for retaining the energy level in the human body.

3.3.5.2 Herbal Medicinal Treatment

Every part of the identified herbs and plants such as roots, seeds, pods, flowers, bark

and leaves are used for the herbal medicinal treatment. It is also used in naturopathy

treatment. The chemical compounds produced by these plant parts as part of their

metabolic activities produce various chemical components which is beneficial to human

body.

3.3.5.3 Hydropathy

Water is known for its curative and palliative virtues. The accurate hydropathical

procedures such as steam baths, neutral baths, cold packs, floatation and wrapping are used

for the treatment of balancing the metabolism of various organs in the body.

3.3.5.4 The Healthy Diet

This provides vital nutrients which aids in the body’s metabolic functioning and

overall body development.

3.3.5.5 Music

Unique application of music as a therapy enhances the positive mood of the

individual and results in psychological and emotional changes in behavioral pattern of the

human being.

3.3.5.6 Mud Therapy

Different varieties of mud from identified locations such as Peat based organic mud,

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thermal mud obtained from the hot springs, brine mud collected from the sea bed are used

for the treatment of several illness. The application of mud on the body influences the

physical and emotional state of mind and subsidizes the physical and mental ailments. It

increases the circulation of blood and removes black heads by detoxifying the skin.

3.3.5.7 Natural Reflexology

The rubbing and kneading on the surface of the body increases the blood circulation

and stimulate the superficial layers of the skin and increases nerve stimulations. Massages

on pressure point are usually adopted to loosen the muscles of feet and hands. Natural

reflexology therapy is widely used for disorders like back pain, insomnia, migraine,

arthritis etc.

3.3.5.8 Magnet Therapy

Small static magnets are placed on several parts of the body to stimulate the body

tissue and cells. It helps in controlling several physical and psychological ailments.

3.3.5.9 Chromo Therapy

This is a natural method adopted for treating disease by colour and for maintaining

good health. By nature, every colour rays has a wave length of specific nature and carry

different energy levels.

3.3.5.10 Semi Precious and Precious Stones or Gems

These stones or gems are believed to have astrological links, the ability of interfering

with human energy levels and rectifying its imbalances. It enhances the mental, spiritual,

and physical health of a human being.

3.3.5.11 Aroma Therapy

Aroma therapy is a holistic form of treatment widely used for the physical and

psychological wellbeing of an individual using essential oils extracted from aromatic

plants, shrubs and trees. It increases the stability of mind and body as well as resistance

power. Scientific researchers are on to study the efficacy of essential oils and associated

aroma therapy’s role in the physical and physiological wellbeing of an individual. The

main method of aromatherapy is through massage with application of floral, herbal and

essential oils. Aromatherapy is also used on babies for the benefit of relaxation and skin

development.

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3.3.6 Religion and Spirituality in Health and Wellness

India is a land of diverse cultures and beliefs with inherent spirituality. India has

many religious places like Amritsar, Dwaraka, Ajmer, Vaishno Devi, and Tirupathi which

are serving as spiritual as well as tourism centers. India is also having motivating speakers

and proponents of spirituality like Swami Baba Ramdev, Sri Sri Ravishankar, Mata

Amirtanandamayi who are attracting many domestic and international spiritual tourists.

Many of these national and international tourists are visiting these spiritual centers or

spiritual leaders for spiritual healing.

Spiritual wellness seekers reflect a quest for enlightenment, and the religious places

offer a calm serene environment. De Botton (2002)150 suggests that people like to connect

with universe and infinity through “Sublime” landscapes. Others may simply attend

courses which can lead to spiritual enhancement (eg. Yoga, meditation, chanting).

Buddha like the Hippocrates, the father of Medicine also believes in the innate

healing power of human beings, through life style changes and attitude towards life.

Rajasekhar (2012)151 said that the optimal health and wellness in a human body is achieved

when the mind, body and spirit act in tandem. It also increases the life span of the human

being. The disharmony of mind body, and spirit lead to diseases.

Stress is another factor that influences balance of the physical, mental and spiritual

state of health. According to Buddha “Craving is the fountain head of all human miseries”.

Buddhism focuses on “Emptiness”-wisdom of knowing the impermanence of material

things. Abstinence from craving, remove the stress from the mind and fill with composure,

which constitute wellness in body and mind. Buddha advises to seek the “Light” within

through meditation and awaken to self-knowledge which opens the door to ultimate

wisdom.

3.3.7 Meditation

“Meditation brings wisdom; lack of meditation leaves ignorance. Know

well what leads forward and what holds back; choose the path that leads

to wisdom” Buddha , (The founder of Buddhism 563-483 BC).

The term meditation has its origin from two Latin words “Meditari” which means

exercise of mind and “Mederi” which means to heal (Meditation is to heal by the exercise

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of mind). Meditation is one of the ancient forms of health practices involving mental,

spiritual and physical experiences and the records reveal that the meditation has history of

5000 years. The practice of meditation is associated with all the major religions such as

Hinduism, Buddhism, Christianity, Sikhism and Islam. It is the contribution of many great

spiritual leaders aimed at physical, mental and spiritual health.

According to Sri Sri Ravishankar,

“In meditation, healing can happen. When the mind is calm, alert and

totally contented, then it is like a laser beam-it is very powerful and

healing can happen”.

The scientific research substantiates that meditation stimulates the activity of the

prefrontal cortex of the brain, the part of the brain responsible for creating the positive

emotions, and increases “whole brain thinking and learning capacity”.

Integrated Amrita Meditation techniques “IAM” (Fig. 3.1) is created by Mata

Amirtanandamayi, affectionately known as “Amma” by her followers. Many of these

techniques are self taught and practiced extensively by herself as a master with complete

understanding. She has extensively practiced traditional meditation for a decade as part of

intense spiritual worship and has a thorough understanding of various forms of meditation.

It is simple combination of yoga, pranayama and meditation.

According to the study published in the International Journal “Evidence Based

Complimentary & Alternative Medicine”, IAM technique has helped in

improving the power of concentration, expansive thinking, awareness

increasing flexibility

toning of muscles

increasing oxygen in the blood

removal of toxins

lowering cholesterol levels

increasing emotional stability

decreasing the irritability and moodiness

heightening the sense of awareness and

lowering the cortisol and lactate levels

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Fig. 3.1 Integrated Amrita Meditation Mata Amirtanandamayi Math

This technique of meditation is taught across the world by trainers free of cost for the

benefit of creating happiness in humanity.

3.3.8 Art of Living

Art of Living is a movement founded by spiritual leader Sri Sri Ravi Shankar in

1982. This is a practice of breathing to remove the stress related violence and societal

issues. According to Sri Sri Ravi Shankar

“Every emotion has a corresponding rhythm in the breath and regulating

breath could help to relieve personal suffering”.

The UNESCO has given this movement a consultative status as an NGO. The

spirituality enhances human values, such as compassion and enthusiasm. The art of living

foundation offer a combination of yoga, breathing techniques, meditation, several stress

elimination and self development programmes. According to its founder, Sri Sri Ravi

Shankar, the Art of Living based on meditation, yoga and Ayurveda, being one of the best

de-stressors teaches one how to prevent illness. The right combination of yoga, pranayam,

meditation, proper food and ayurvedic herbs can correct one’s system. The organization’s

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core aspect of life improvement or stress buster technique “Sudharshan Kriya” has a range

of mental and physical benefits. The research study has proved that this technique helps in

the reduction of the level of stress hormone (Cortisol), relief from anxiety and depression,

enhancement of brain function with improvement in mental focus.

3.3.9 Integrated Medicine – Indian scenario

According to Cohen, (2002)152, Eastern traditions are based on holistic thinking that

maintains a cosmological perspective outlining a philosophy of life, while Western

medicine is based on a reductionist approach, emphasizing controlled scientific

experimental and mathematical analysis. These two broad approaches have led to the

development of two different approaches to achieving health and well-being.

India is showing a quantum leap in the integrated medicine, where East meets the

West and technology meets tradition. India has largest system of traditional medicine

practitioners in all forms – Ayurveda, Yoga, Unani, Homeopathy, Siddha, Holistic and

acupuncture. India is blessed with different climate and locations to cater to all types of

tourists. More over most of the people speaks English, and the Physicians are well

educated and knowledgeable. All these positive factors would favour India as a most

sought after destination for the integrated treatment and cure.

The general population is better informed than ever through greater access to health

information. The public is subsequently demanding more from the health care providers

and are not interested in treating illness alone. Instead they want to maximize their health,

prevent or slow down the ageing process and achieve higher levels of functioning (Cohen,

2001)153.

The Western medicine, concentrate on the illness model and spent money for

research and development of drugs and remedial treatments. The Integrated medicine

emphasizes on wellness and preventive model, the wellbeing.

Most of the integrated medicine is provided as a specialized package in

rehabilitation, prevention, rejuvenation, reenergizing, or holistic treatment vacations.

Traditionally, most of these practices are originated from India and integrating the Eastern

and Western medicine is considered the future of the modern health care. The cost

effectiveness and its least side effects prefer people to rely on this form of integrated

medicine. It is based on proven traditional alternative or complementary healing practices

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which would enable the people who suffer from chronic ailments to improve the lifestyle.

Since, the state government is actively promoting the Integrated Medicine, Bangalore, the

Capital city of Karnataka, became the hub for the combination of traditional and modern

systems for doctors from all over the world. In order to drive this initiative Prince Charles,

the founder of Royal College of Integrated Medicine collaborated with the Soukya

Foundation of Dr. Issac Mathai. A Memorandum of Understanding is reached to provide

clinical training for European and Western doctors in Ayurveda and Homeopathy to

integrate them in to their treatments. Prince Charles is a strong advocate of integrated

medicine and in his speech in the World Health assembly, 2005 at Geneva he said, “While

scientists try to learn more about how acupuncture works, increasingly robust evidence

drawn from various international studies indicate that it does work, particularly in

conditions like osteoarthritis of the knee”.

The list of all the Health and Wellness centers in India for all the types of health and

wellness treatments has been listed in Table 3.1

3.4 Role of Spas -- Pampering to Health and Wellness

The Generation X’ers and the ageing baby boomers are aware of the importance of

disease prevention through fitness of body, mind and spirit which is extended through

SPA’s that recognize and promote health and wellness. The famous Mayo clinic’s website

states “Mayo Clinic complementary and integrative Medicine programme was created to

address the growing patient interest in wellness promoting activities”, (Mayo Clinic

2007)154.

WebMD news letter which proclaims the following is of interest in this regard: “Live

the happiest healthiest possible” WebMD, (2007)155. The news letter also offers links to

sites for healthy cooking, beautiful skin, sleeping well, and weight loss.

Asian SPA’s are based on ancient traditions of healing remedies of the East. Most of

the practices are based on the philosophies, practices, and preaching of the three major

religions – Hinduism, Buddhism, and Confucianism.

The Indian spas are natural and approaches are holistic in nature and focuses on over

all healing using ayurvedic treatments. These treatments are adopted in Indian spas for

refreshing individuals to achieve harmony in terms of health and wellbeing of body, mind

and soul. These treatments include massage, facials, and body treatments

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Table 3.1 List of Health and Wellness Centers in India for all the types of

Health and Wellness treatments

Type of treatment Health Centers in India

3.3.1 Ayurveda

Ananda Spa, Rishikesh Himalayas

Aalia, Haridwar

Kottackal Arya Vaidyasala, Malappuram

Khyber Himalayan Resort and Spa, Gulmarg

Kairali Ayurvedic Healing Village Health Resort, Palakkad

The Leela’s ESPA Spa, Udaipur

Somatheeram Ayurvedic Health Resort, Kovalam

Sarovaram Ayurvedic Health Centre, Kollam

Kalari Kovilakam, Palakkad

Ayurvedic Yoga Villa, Wayanad

Indus Valley Ayurvedic Centre, Mysore;

Soukya, Bangalore

3.3.2 Yoga

NaturOville Ayurvedic and Yoga Retreat, Rishikesh

Indus Valley Ayurvedic Centre, Mysore

Soukya, Bangalore

Siddha Wellness Centre, Kerala

3.3.3 Siddha Deva Vidya Siddha Wellness Retreat, Thiruvananthapuram

Siddha Wellness Centre, Kerala

3.3.4 Unani Hljama Cupping Wellness Centre, Bangalore

3.3.5 Naturopathy NaturOville Ayurvedic and Yoga Retreat, Rishikesh

Soukya, Bangalore

3.3.6 Religion and

Spirituality

Jiva Spiritual Wellness Centre, Bangalore

Ananda Spa, Himalayas

3.3.7 Meditation

NaturOville, Ayurvedic and Yoga Retreat, Rishikesh

Indus Valley Ayurvedic Centre, Mysore

Soukya, Bangalore

Siddha Wellness Centre, Kerala

3.3.8 Art of Living Sri Sri Ayurveda Wellness Centre – Bangalore, Pune,

Hyderabad

3.3.9 Integrated Medicine Soukya, Bangalore

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The Indian Day Spa, usually provide for those who want a quick enhancement of

beauty and, physical and mental refreshment. Day Spa treatments such as massage, facials

and whole body treatments such as mud wraps and salt scrubs are offered on a day use

basis. Massage is the most popular spa treatment having several health benefits and

practiced for centuries. The massage produces softness, strength, colour, improve appetite,

reduces stress and build up immunity. “Shiro Dhara,” treatment using warm oil on specific

body parts relieves stress and strain of the entire body. It also rejuvenates and revitalizes

the human mind and body.

3.5 Indian Spas Treatments

The Indian Spas’s approaches are holistic in nature, focus on overall healing coupled

with Ayurvedic procedure of treatments. It is most preferred since it takes away the tension

and refresh, revitalizes and balances the body and mind to develop a harmonious life. The

Indian Spa Resorts are well planned to provide a complete range of traditional Ayurvedic

treatments and services.

3.5.1 Ananda: Destination spa

Ananda Spa in Rishikesh a former residence of Maharaja of Teri-Garhwal is located

in the midst of the Sal forest near the mythological locations of Haridwar and Rishikesh at

the Himalyan foot hills (Fig. 3.2).

Fig. 3.2 Ananda Spa in Himalayas

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It is one of the famous Ayurvedic spas which has won many awards for its offer of

personalized traditional treatments and diet in well designated luxury settings. This Luxury

resort Spa offer seventy nine body treatments integrating age old traditional system of

Ayurveda with contemporary modern Spa technology.

3.5.2 Amatrra, New Delhi

Amatrra resort in Delhi (Fig. 3.3) offers traditional Ayurveda, Oriental and

Astrological treatments incorporated with 21st century technology and equipments for the

provision of therapeutic and rejuvenation treatments. Most of this practices are time tested

and is provided to harmonize and balance the human energy through the services of Spa.

Fig. 3.3 Amatrra Spa

3.5.3 Jiva Spas, Taj Group of Hotels

This place offers a wide range of traditional and authentic health and wellness

treatments in a cozy atmosphere (Fig. 3.4).

3.6 Karnataka State Tourism Policy – Health and Wellness Tourism

Karnataka is a “Mini Incredible India’’ in its tourism offerings-“Many worlds of

tourism interest under one roof”. The foreign tourist may be charmed by the culture and

heritage, adventure, pilgrim centers, hill stations, wildlife sanctuaries, cruise, wilderness,

Heli-tourism and health and wellness tourism offerings – One state encompassing the

spectrum of many worlds of tourist interests.

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Fig. 3.4 Jiva Spa

In order to create a congenial environment for the Private investors, the Department

of tourism, Karnataka State had drafted the Karnataka Tourism policy (2009-14).The

policy is developed with an intention of Karnataka to be positioned and promoted as

India’s premier Health and Wellness destination.(Karnataka State Tourism Policy

page.No.17). It is planned to develop a Virtual Health care and Wellness City in the form

of a grid that links all major existing facilities with International standards. And also to

take advantage of the traditional systems of wellness and medicines like Ayurveda, Unani,

Siddha, and Yoga and to project the state as a unique destination for spiritual

healing.(KTIC/231/TTT2007Dt.7-10-2009).

Resurgence of interest in Ayurveda, Holistic and naturopathy has provided an

impetus to health and wellness tourism in Karnataka. In order to promote Health and

Wellness centers, Department of Tourism, Government of Karnataka has worked out

scheme for accreditation and classification for the delivery of safe and secured procedures

at Rejuvenation and Curative wellness centers across the state for tourists. The

Government had invited private partnership for developing health and wellness centers

across the country, “Your Massage Our Message” (Deccan Herald 27th January, 2010)

(Fig. 2.6).

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Fig. 3.5 Karnataka State Tourism Policy (2009-14) – Cover page.

Understanding that the younger generation is the future of the state, the Department

of Ayurveda, Yoga, Naturopathy, Unani, Siddha and Homeopathy of Government of

Karnataka initiated marketing the health and wellness through various Programmes such as

“Tradition meets Technology” among the college students and young IT professionals in

their campuses who are responsible for generating a substantial income for the state.

3.7 Tourism Destination – Coastal Karnataka

A tourist destination may have one or more tourist attractions. These attractions are

known as “Tourist traps”. Most of the destinations depend upon the revenue received from

the tourism. Coastal Karnataka is identified as religious, cultural, health and wellness

tourism destination.

Fig. 3.6 Deccan Herald News Paper Advertisement (27th January, 2010)

Source: Deccan Herald, 27th January,2010.

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3.7.1 Advantages on a Destination

The Health and Wellness tourism offer a unique blend of the natural resources and

local cultures. Manapure (2012)156 opined that “A tourist destination for Health and

Wellness could be developed by engaging the knowledge and practices of the local people.

It can encourage entrepreneurship in creating wellness products. It can also promote the

feeling of oneness and sense of place of a destination and improve the health of the

residents”.

The Health and Wellness tourism also helps in upgrading the employment of the

marginally employed practitioners in the Health and Wellness tourism sector. There is a

propensity among the Health and Wellness tourists to spend more as they are from the

higher socio-economic group having high stress jobs and are seeking rejuvenation and

relaxation. This can benefit the destination economically and become sustainable. Health

and Wellness tourism could be marketed with new products to increase the repeat visits, so

as to fill low seasons or to develop a new tourist market. In order to meet the current needs

of the Health and Wellness tourists, innovative products and services are developed

incorporating cultural knowledge, natural features, local herbs and plants, to create new

experiences. In this context, the present study tries to understand the significance of

Manipal, Udupi District as a potential tourist destination.

3.7.2 Health and Wellness Tourism Destination

Health and Wellness tourism locations have been in existence for hundreds of years,

providing various forms of Health and Wellness products. “Unique natural features such as

mineral healing waters, beach, mountain resorts, and sacred sites are often the key

attractions in these destinations’’, (Steiner and Reisinger, 2006)157.

Destinations all over the world are developing necessary infrastructure and

experiences to attract Health and Wellness tourists. “Tourism demand fuelled by baby

boomers generation is strong for activities contributing to the wellness of mind, body,

emotions and spirit. These tourists seek lifestyle changes, rejuvenation, respite from hectic

lives, and have one of the highest disposable incomes of all demographic segments”,

(Gracia-Altes, 2005)158.

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The development of SPA’s and Wellness hotels worldwide, has helped in providing a

unique experience of products of national or regional resources of mountains, mineral

waters, seas, rivers, local traditions and practices, wherever there is a reasonable

infrastructure for tourism.

The Health and Wellness tourism products are offered by countries depending upon

the nature. Countries with sea coast offer products for thalassotherapy. Mountain Alps in

Europe, National parks in Central and South America, Safaris and Jungles in Africa,

Desserts in the Middle East and North Africa are considered by Health and Wellness

tourist as an ideal location for adventure. Middle East and North America is marketing

their desserts as an ideal location for Yoga and meditation. Medical therapeutic wellness

tourism in Germany has a big following by medical wellness tourists. Holistic activities at

traditional ashram in India or Buddhist retreat in Thailand are also becoming a Health and

Wellness tourism destination. Udupi and Manipal which is famous for culture, heritage,

pilgrimage, beaches, farm and Health and Wellness is an ideal tourist destination.

3.7.3 Pilgrimage Tourism Destination

3.7.3.1 Udupi -The temple city

Udupi is associated with the Temple of Lord Krishna. According to the legend, the

temple city is established by the Saint Madhvacharya in 13th Century. It is believed that the

divine intervention of Saint Madhavacharya have saved a ship and the crew from the strom

at Malpe. The sailors of the ship gave him the idols of the Lord Krishana and Lord

Balaraman as a token of their gratitude. Saint Madhavacharya did the Pratishte of Lord

Balarama at Malpe known as Vasabhandeshwara and the Lord Krishna at Udupi known as

Krishna Mutt (Fig. 3.7).

Saint Madhvacharya the great sage passed on the right of worship and administration

of the KrisnaMutt to his eight disciples. Each disciple set their Monastries around the

Krishna Mutt. – Eight Monastries – “Ashta Mathas” – Pejavara, Puttige, Palimaru,

Adamaru, Sodhe, Kaniyooru, Shirur and Krishnapura. Each Monastries look after the

temple for two years in rotation.

The Udupi Krishna temple is divinely covered from all the sides by five temples –

Sri Mahisha Mardhini Temple, Kadiyali; Sri Indrani Devi Temple, Indrali; Sri Durga

Temple Kunjalugiri; Sri Vishnumoorthy Temple, Kannerpady and Sri Mahakali Temple,

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Ambalpadi. The temples of Sri Anantheshwara and Sri Chandramoulishwara located at the

car street is attracted by thousands of devotees from across the country.

Paryaya – is the festival celebrated during the handing over of the worship of

Krishna Mutt. This festival is conducted once in two years. The Swamiji looking after the

worship is named as Paryaya Swamiji. The ceremony is conducted in the month of

January. Thousands of pilgrims across the country join to witness the ceremony.

Fig. 3.7 Udupi Sri Krishna Temple

In all the Hindu temples the Vigraha (the idol of God) face the entrance. But in the

Udupi temple the Lord Krishna faces the back of the temple. It is believed that Lord

Krishna, pleased by the bhakti (devotion) of Kanakadasa turned to face the window. The

window where the Lord Krishna is facing is called “Kanakana Kindi”.

The Udupi Sri Krishna Temple is known for the year around festivals and

celebrations. The year round festivals and celebrations attracts pilgrimages from the length

and breadth of the country. Thus the Udupi Lord Krishna temple is becoming an important

pilgrimage tourism destination.

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The window “Kanakana Kindi” is illustrated with wood carvings. The ten

incarnations of Lord Vishnu, the tiny symbol of the Lord Krishna as a young boy holding

the churning rod and rope in the right and left hand is visible through the nine holes of the

window.

The Udupi Krishna Mutt is known for Dvaita or Tatvavaada philosophy highlighting

the traditions, religious learning and customs and is recognized throughout the world.

Udupi is known as the centre for literature as the “Daasa Sahitya” is originated from

Udupi.

3.7.3.1.1 Celebrations at Sreekrishna Temple-Udupi

3.7.3.1.1.1 Seven Utsavas

Saptosavas or the Seven Utsavas is the annual festival of Sri Krishna temple. This

Utsavas is celebrated in the middle of January every year. The celebration commences five

days prior to Makara Sankramana.

3.7.3.1.1.2 Sri Madhwa Navami

Sri Madhawa Navami is celebrated on a grand scale in Udupi. This is celebrated in

the month of Makara (February). It is believed that on the ninth auspicious day Sri

Madhwacharya disappeared from mortal sight.

3.7.3.1.1.3 Holi Kamadahana

This is celebrated in the month of March. The pilgrimages from Lord Krishana

temple move as procession to Kadiyali temple and return back to burn effigy of “Kama”

and end with the sprinkling of coloured water.

3.7.3.1.1.4 Sri Rama Navami

This is celebrated in April on the ninth day of the bright half of the month of Chaitra.

3.7.3.1.1.5 Mesha Sankramana

This is a celebration of the New Year day. The celebration consists of a Chariot

Utsava, Cradle Pooja.

3.7.3.1.1.6 Vasanthosava

This is celebrated as Spring Festival or Vasantha Pooja conducted every night for

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two months in the month of Chaitra. After offering the Prasadam to God it is distributed to

the public.

3.7.3.1.1.7 Narasimha Jayanthi

Narasimha Jayanthi is celebrated in the month of May as a special abhisheka of

feeding the Brahmin. This chariot festival is conducted for the diety, Sri. Narashimha of

Sri.Krisnapur and Sri Kaniyoor Mutt.

3.7.3.1.1.8 Bhagirathi Janmadina

In the month of June, Mantapa Pooja is conducted for Lord Sri Krishna, with the car

festival on the night prior to the “Bhagirathi Gudi Pooja” at Madhwasarovar.

3.7.3.1.1.9 Chaturmasa

This is the festival of abhisheka to the idol of Lord Krishna conducted for a period of

four months. This begins in the month of Ekadasi of Ashada Masa and continues up to

Karthik Masa.

3.7.3.1.1.10 Jagaranaseva

Special celebrations of Pooja, reading of Puranas, celebrations of music, dance and

Sankeerthana are conducted during the Chaturmasa Ekadashi night.

3.7.3.1.1.11 Sri Krishana Jayanthi

Complete fast is observed during this celebration between August to September.

After the special Pooja “Argya” offered for Lord Krishna, the Golden chariot is carried

around the temple.

3.7.3.1.1.12 Bhajana Saptaha

Bhajana Saptaha is held day and night continuously for seven days in the month of

August, at the Sri Laxmi Venkatesh Temple.

3.7.3.1.1.13 Ganesh Chathurthi

This festival is celebrated in the month of September to mark the birthday of Lord

Ganapathi, on the bright half of Bhadrapada.

3.7.3.1.1.14 Anatha Chathurdhashi

This festival of Kalashapratishte Pooja comes in the month of September ie; 14th day

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of bright half of Bhadrapada. A sumptuous feast for Brahmins is provided in the mutt.

3.7.3.1.1.15 Navararhri (Dasara)

In this celebration the Lord Krishna’s idol is decorated in the form of Lakshmi and

the celebration last for ten days in the month of October.

3.7.3.1.1.16 Panchami Jagarana Pooja

This special pooja is conducted every morning during Ashwija Shuddha Ekadashi till

Kartika Shuddha Dwadhashi.

3.7.3.1.1.17 Deepavali (Balindra Pooja)

This festival is celebrated in the month of October or November. The entire temple

area is decorated with wick lamps during the new moon day and pooja is offered to the

image of Bali drawn on the ground in front of the Gopuram. On the 13th day of the

Ashwija, pooja is offered to water followed by oil pooja offering to Lord Krishna.

3.7.3.1.1.18 Laksha Deepotsava

The Tulasi pooja is conducted in the night from the first day of the month of

Karthika till Dwadhashi.

3.7.3.1.1.19 Subramanaya Shashti

Mantapa Pooja is conducted at the Sri Subramanya shrine, followed by Chariot

Utsava and feast. A car festival for Lord Krishna is arranged in the night followed by

Pooja.

3.7.3.1.1.20 Dhanu Pooja

During the month of Dhanu a special pooja takes place at dawn every day. Pongal

and many other sweets are distributed as an offering to devotees.

3.7.3.1.1.21 Guru Samaradhana

The Paryaya Swamis celebrate the Aradhana or Death Anniversary of their

immediate Guru on a grand scale.

3.7.3.1.1.22 Paryaya Mahotsava

It is a celebration of handing over and taking over the charges of Krishna Mutt. It is

the biggest of all festivals in Udupi. This festival is scheduled for 17th and 18th of January

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on every alternate year. Pilgrimages from length and breadth of the country come down to

Udupi to witness the occasion. Fig. 3.8 shows the swamis at the Paryaya mahotsava.

Fig. 3.8 The Paryaya at Udupi temple

3.7.3.2 Dharmasthala the temple village

Dharmasthala, a perfect example of “Unity in Diversity” is situated in the

Belthangadi taluk of Dakshina Kannada on the banks of the river Nethravathi and is

located forty five miles from Manipal. The temple is managed by the Jain administration,

devoted to Lord Shiva and the idol of the temple is Gold linga. The Hindu priests

belonging to the Madhava sect conduct the daily poojas for Pilgrims from length and

breadth of the country numbering an average of twenty thousand who visit the temple on

daily basis. Free food is given to all the pilgrims. Guest house with modern amenities and

the clean mechanized kitchen are the added features to meet the day today needs of the

temple. It is believed that Annappa, the servant of Heggade family established the Shiva

linga in Dharmasthala. Anticipating the need of Heggade to worship Lord Shiva, Annappa

with the divine intervention relocated and established the Shiva Linga from Kadri temple

to Dharmasthala, near Heggade’s house. Annappa had vanished after the consecration of

the Shiva Linga had become a local God as “Annappa Panjurli”. Dharmasthala is involved

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in creating opportunities in the field of education and employment for improving the

society and communities living far and wide.

As per the legend Birmanna Pergade, the Chieftain of Jain community lived in a

village at Belthangady in a house named “Nelliadi Beedu” near Dharmasthala, 800 years

ago. The family is known for its simplicity, affection, and generosity. They were very

pious and extended hospitality to all the needy. It is believed that the Angel Guardian of

Dharma turned in to human form and was in search of a place where Dharma could be

practiced and propagated. The Angel Guardian of Dharma arrived in Pergade’s house. The

family of Pergade looked after the guest with great respect. “The Dharma Daiva” was

pleased with the sincerity and appeared in the dream of Perigade and explained the purpose

of the visit. “The Dharma Diva” requested him to vacate the house and dedicate himself for

the propagation of Dharma.

As per the Dharma Diva’s will Pergade constructed another house to worship Daivas

at Nelliadi Beedu. Pleased by the practice of sincerity, affection and hospitality Dharma

Daivas again appeared and instructed to construct separate shrines to consecrate the four

Daivas - Kalarahu, Kalarkayi, Kumaraswamy and Kanyakumari. Pergade was requested to

identify two people of noble birth to act as Dharma Diva’s Oracle and four reliable persons

to help Pergade in day today activities. Daivas promised Pergade protection for his family,

abundance of charity and renown for the Kshetra.

Devaraja Heggade invited Shri Vadiraja Swami of Udupi to consecrate the idol of

Lord Majunath and Shiva Linga according to vedic rites. Swamiji felt immense happiness

with the observance of the Heggade’s vedic rites, charity to the community and named as

“Dharmasthala”, meaning “abode of religion and charity”. The Heggade family being the

custodian of Dharmasthala strengthened the principles of charity and religious tolerance

initiated by the Pergades six hundred years ago. It is considered to be a place of religious

and communal harmony, where the rich and poor, devout and atheist and people of

different faith coexist. Dharmasthala (Fig. 3.9) is one of the two places in the country

where the civil cases are decided between the parties. The cases are addressed before

Heggede and his decision is accepted as final.

Even today, the tradition of generous hospitality is carried on to each and every

pilgrims irrespective of the caste, creed or culture and treat them as honourable guests at

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Dharmasthala They are provided with free food and shelter. An average of twenty

thousand pilgrims are fed freely at Annadana - Annaporna choultry named after the

Goddess of food.

Fig. 3.9 Dharmasthala

3.7.3.3 Murudeshwar- the pilgrimage paradise

Centuries old Murudeshwar temple is famous for the tallest Lord Shiva’s idol in the

world having a height of 123 feet (Fig. 3.10). It is located around 140 km away from

Manipal on the national highway. The temple is surrounded by sea on three sides, and it

forms an important aspect of the Murudeshwar temple, situated near the small hill called

Kanduka Giri. The step leading the temple is guarded by two life size elephant statues. The

background of Western Ghats add beauty to the natural serene surroundings of the temple.

3.7.3.4 Moodabidri – a Jain pilgrimage destination

Moodabidri is situated forty kilometres away from Manipal. In the ancient days the

town of Moodabidri was known as Vishishta Nagara of Tulu Desha. Moodabidri has been

a busy town of trading activities. It is also known as Jain Kashi for the Jains, for the

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presence of number of Basadies. The thousand pillars Basadi (Fig. 3.11) is situated here.

There are eighteen Basadies, eighteen lakes, and eighteen temples located around the area.

Jains from all over India travel to this place of worship at several Basadies dedicated to

different “Theerthankaras”. Thribuvana Thilaka Basadi (Chandranath Temple) built nearly

five centuries ago has a thousand pillars and is extensive and magnificent. The object of

interest in the Chowta Place are the whole beautifully carved wooden pillars, handsomely

carved wooden ceiling and a wooden screen with fine carvings.

.

Fig. 3.10 Lord Shiva at Murudeshwar temple

3.7.4 A Cultural Tourism Destination – Coastal Karnataka

Historically, Krishna temple is the cultural centre of Karnataka. Udupi district was

formed about six years ago. The people of this district are interested in culture and arts and

host cultural events regularly. The Udupi district has many auditoriums, galleries,

programme halls to conduct various cultural events. Book release, art camps, art

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exhibitions, workshops, related to art and culture are a regular feature. The Udupi district

has promoted many writers, artistes of various categories and has arranged their

felicitations. Discussion on various aspects of art form and folk performances are frequent

and common. Religious organizations, temples, mutts, and churches, work as patrons and

promotes various cultural activities. Many individual patrons promote the art and culture

by providing finance, place and other facilities.

Fig. 3.11 Thousand pillar temple

The art galleries, art schools along with temples and other institutions conduct

exhibitions and demonstrations to enhance and entertain the devotees visiting the town

during the time of the festivals and celebrations. Thus Udupi is known as the land of

festivals. The city of Manipal is a centre of higher learning, banking, health care, as well as

industries located in Shivalli village Panchayat. The local clubs, and public associations

conduct variety of Sports such as Buffalo Race, Cock fights, fish/crab hunting etc.

Multicultural society in South Karnataka celebrates Diwali, Dusshera, and

Christmas. Hindus a dominant religious population in south Karnataka believes in Spirit

Worship and Mass Possession. This is very common and practiced in the interior villages.

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Bhuta Kola, Aati Kalenja, Karangolu, Huli vesh (Tiger dance) (Fig. 3.12) and

Nagaradhane, Folk arts like Yakshagana are the popular cultural traditions. Local Non

Profit organisations such as “Rathabeedhi Geleyaru” encourage and promote the creative

pursuits of the young artists in order to sustain the traditions of the region.

Fig. 3.12 Huli Vesh-Tiger Dance-Cultural Celebration

3.7.4.1 Bhuta Kola (Spirit Worship)

The people of Coastal Karnataka traditionally follow dual worship – Puranic Gods,

and Local Spirits. The Puranic Gods are worshipped in the temple with the help and

guidance of Brahmin Priests. The Brahmin Priests act as a mediator of God and the

devotees become mere spectators of the worship and receive offerings. It is believed that

the God cannot be approached directly.

The Spirits are considered as local and personal deities have more intimate

relationship with the people, family, village, or region. The devotees of spirits conduct

periodic worships under the belief that the spirits protects their villagers and belongings

and live stock from mishaps and alert them when necessary.

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Two great art forms are originated from the coastal Karnataka, Bhuta Kola and

Yakshagana. These are the ancient form of dance worship commonly practiced among the

Tulu-speaking community of Udupi, in Dakshina Karnataka and Kasargod district in

Kerala. This has a resemblance with the Hindu form of worship “Theyyam” in North

Kerala. Bhuta Kola (Fig. 3.13) is a ritual dance of spirit impersonator, performed in a

highly stylized version. Whereas the Yakshagana creates a world of divinity with

supernatural beings, costumes, actions, make ups, dance and dialogue.

The spirit worship is traced back to tribal era. It is a complex system of beliefs and

rituals. It is composed of music, narrative dances, trances, and dialogue. It is one of the

ancient religious beliefs and practices of South India. It also reflects the socio economic

and socio cultural values prevailed in the society at different regions. The colonialists of

Europe considered the Bhuta Kola as “Devil

Worship” and branded as religious perversions. It

has a mixture of complex elements of theatre,

music, rituals and beliefs. It is believed that the

Spirits are the attendants of Lord Shiva or Ganas,

who are the guardians protecting the villagers and

livestock .The spirit possession, trance, and

dialogue, forms the important aspect in Bhuta

Kola.

Fig. 3.13 Bhuta Kola

The impersonator – Bhuta pretends to be an incarnation of the respective spirit, and

reflect its possession, trance and create dialogue of impersonator with the devotees. The

Bhuta impersonator behaves like an incarnation of a concerned spirit, listening, solving

problems, warning and comforting the devotees. The Bhuta impersonator acts as a healer

and solves the legal and judicial problems of the village.

3.7.4.2 The Ritual – Spiritual Worship

The spiritual worship is a night long ceremony conducted on a decorated stage where

the image of the deity and other articles of worship are arranged on the elevated stage. The

devotees are seated on the other side. The orchestra, accompanied with drums and wind

instruments are seated with the musicians on another side. The stage is decorated with

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palm leaf, mango leaf and areca flowers. The stage worshiper or the person who invokes

the Spirit or Bhuta is usually dressed up in colourful outfits, bells, swords, and other

accessories. Symbolically different colours are used to bring out various characteristic

features of the spirit. Different pastes from various plant extract are used to make up

impersonator. A ceremonial oil bath is given to impersonator for physical purification. The

impersonators family members sing the ballad which narrates the spirit’s history of descent

to land, heroic deeds, its influence etc. The impersonator develops himself for imposing

through self hypnotism. Impersonator change in to a spirit and call authorities the reason

for the spirit’s invocation.

The devotees plead for protection, prosperity, and good crop. If the spirit is pleased,

using the oracle spirit will convey the pleasure, promises, protection and prosperity. If the

spirit is not satisfied, certain rituals are prescribed along with punitive measures for the

acts of insult or impurity to the holy place or certain acts of commissions and omissions on

part of the devotees. The quarrels or disputes are settled by impersonator taking the role of

an arbitrator or a tribunal. The decision of the impersonator is treated as final without any

provision for appeal. Bhuta Kola remains an intimate part of the life of the people in

Coastal Karnataka even though the younger generation are sceptical about the powers of

the spirit.

3.7.4.3 Aati Kalenja

It is a traditional dying art of dance ritual performed during the monsoon months of

July and August in the coastal region of Karnataka. This form of dance ritual has a

resemblance to “Theyyam” dance performed in the northern part of Kerala. The person

acting as Bhuta or Spirit known as “Kalenja” dressed up in colourful costumes, tender

coconut leaves and a cap made out of areca spate or sheath (Fig. 3.14). The Bhuta and his

assistant, a drummer, go around the village and dance in front of homes. The householders

reward them with rice, coconuts, etc.

3.7.4.4 Nagaradhana

Snake worship is a traditional ritual widely practised in coastal Karnataka. Snakes

shrines are constructed in one corner of the garden often under a Neem tree termed as

“Nagabana”, the sacred groove, resting place of Snake God. People are cautious about

damaging or defacing the groove which is considered as sacrilege. It is difficult to trace the

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origin of Nagaradhana. Snakes are considered as the symbol of fertility. The snakes are

worshipped during “Nagarapanchami” by offering “milk” and “tilak” applied on their

forehead. The Snake worship ritual (Fig. 3.15), centred around the serpent design, drawn

on the ground continues till early in the morning. A similar kind of ritual is found in Kerala

and is known as Sarpam Tullal and Sarpam Kali. Fear from the wary of wrath of Naga

Diety the Nagabanas have remained unspoilt and have contributed immensely to the

preservation of valuable trees and medicinal plants in Dakshina Kannada.

Fig. 3.14 Aati Kalenja

Fig. 3.15 Nagaradhana

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3.7.4.5 Yakshagana

Yakshagana, is a theatre style stage drama and dance performance conducted night-

long in Coastal Karnataka (Fig. 3.16). The theme is usually based on a story from Indian

epic poems and puranas. The components of Yakshagana – music, dance and dialogue are

developed based on the ability and calibre of the actors.

The background support is based on ragas and talas of Carnatic music. This

performance of theatre, music and dance was evolved during the Bhakthi movement. It is

very popular in the districts of Uttara Kannada, Udupi, Dakshina Kannada and Kasargod.

In this theatre style drama the actors wear colourful costumes head dresses and face paints

to enact various roles.

Fig. 3.16 Yakshagana

3.7.5 Moodabidri – a Farm Tourism Destination

The Coastal Karnataka’s beauty lies in her rural landscape. A few large country side

agrarian houses holding large farms are doubling as tourist hubs. Many are offering home

as resorts. Local communities share the benefits of farm tourism. It does not cause any

environmental hazards. Farm tourism also helps augmenting dwindling farm incomes.

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The rustic tranquillity of farms, along with the organic produce tag and warm

hospitality is drawing tourists, creating a new genre of farm tourism at Moodabidri (Fig.

3.17). This organic farm of hundred acres is visited by more than seventy people per day

which include vacationers from neighbouring states of Kerala, Chennai, Mumbai, students,

foreigners and agriculturists. A lot of tourists visit the farm during Viraasat celebrations.

The farm has the Western Ghats as its backdrop and is home to exotic varieties of flowers,

fruits, and medicinal plants. Vermi culture is practised and the farm teems with peacocks.

Visitors get to see and learn about plantations.

Fig. 3.17 Soans farm at Moodabidri

Return to the roots strategy, scenic locales, distinctive South Kanara cottages, local

coconut cuisines fresh air and rejuvenating agrarian hospitality, all work wonders in

promoting farm tourism. Presently farm visits and food is eked out as a hospitality

measure. Simple local vegetarian food is served to all visiting tourists under the mango

trees. All the tourists are taken on a tour of the farm including the spices and tropical fruits

garden. Fragrant and slush filled paddy fields with farm workers singing harvest songs give

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the city tourists an unforgettable experience. Visit to this farm give a slice of life in natural

surroundings far from the madding crowd.

The tradition, culture and geography of South Karnataka satisfy the requirement of

an ideal tourist destination. Udupi district is known for its pilgrimage tourism since the

celebration and worship is carried out throughout the year. Manipal, the international

University town located three kilometres away from Udupi host students from 56 countries

which also turns the city in to a cosmopolitan status.

3.8 Conclusion

India has largest system of traditional medicine practitioners in all forms – Ayurveda,

Yoga Unanai, Homeopathy, Siddha, Holistic and Acupuncture. India has a long standing

traditional herbal and alternative treatment history. India is showing a quantum leap in the

Integrated medicine, where East meets the West and technology meet tradition.

The integrated medicines are provided as a specialized package in rehabilitation,

prevention, rejuvenation, reenergizing, or holistic treatment vacations. Traditionally, most

of these practices are originated from India and integrating the Eastern and Western

medicine is considered the future of the modern health care.

The National and the State Policy guideline for promoting Health and Wellness

would aim to leverage India’s potential in traditional systems of Ayurveda, Siddha,

Naturopathy, Meditation and Yoga which in turn will help to project India as a unique

destination for Health, Wellness and Spiritual healing. Karnataka Tourism policy (2009-

14) was developed with an intention of positioning and promoting Karnataka as India’s

premier Health and Wellness destination (Karnataka State Tourism Policy page.No.17). It

is planned to develop a Virtual Health care and Wellness City in the form of a grid that

links all major existing facilities of traditional systems of Health and Wellness treatments

like Ayurveda, Unanai, Siddha, Yoga with International standards, so as to project the state

as a unique destination for Health and Wellness tourism.

123

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